Is Your Green Only Skin Deep?

In the last 10 years, the consumer product market has experienced a dramatic increase in eco awareness. This significant shift is most easily observable in everyday consumer choices. These consumer preferences for sustainable products have resulted in a corresponding response from the business world to meet expectations. However, questions still remain on whether ‘green’ product offerings equate to a sustainable business.

Shifting market trends have given rise to a myriad of alternative products and services. Evidence of this shift can be seen in the number of ‘green’ products available on the shelves at even the local grocery store. With so many choices, ‘green’ product offerings could be replaced with business sustainability action as the primary sustainability differentiator in consumer purchases.

A recent study released by the Shelton Group, Eco Pulse, reveals that 60% of American consumers are seeking out green products. However, many consumers are presently confused about what exactly are the criteria for green products. According to Eco Pulse, this confusion leads to a lack of trust, often causing purchasers to look beyond the product.

Our sustainability consulting finds that business and product reputation have become increasingly important in the ‘green’ consumer market. The Eco Pulse study further examined the questions facing businesses looking to engage ‘green’ consumers. Primarily:

•    What messages are consumers responding to in this market?
•    What terms and actions need to be clarified?
•    What promises do they really believe?

Growing consumer eco awareness has placed consumer preferences as a major and defining aspect of business sustainability. As a sustainability consultant, I believe that this growing intelligence will place positive pressure on business to deliver new and innovative products and clearer communications. The companies on the forefront of sustainable development will differentiate themselves and capture the greatest value.